Hotels.com app puts social spin on travel booking

Hotels.com today announced the launch of a Facebook app that will target users and make travel recommendations based on friend activity, says Taylor Cole, director of PR and social media at the Expedia-owned website.

The Deal Facebook app will gather information using a three-step process, says Jamie Tedford, founder and CEO of Brand Networks, the social software and marketing services provider that developed the app for Hotels.com.

Once users grant the app permission, an algorithm taps their Facebook friend data, wish list information, and top destination preferences to create a cross-section of the most salient deals possible, says Tedford.

“We mash up all three determining what the app tailors to you,” he says.

According to Cole, Hotels.com undertook to create the app now partially because summer is a big time for the brand. However, the app will remain part of Hotel.com's long-term strategy and will likely continue to evolve, says Cole, who notes the potential for offering tailored deals based on a friend's location or check-ins.

Cole says Hotels.com anticipates “a lot” of conversions to come in through the app.

“Our Facebook fan base continues to grow successfully,” she says. “The campaign is growing a strong number of people in the Facebook channel but also through multiple avenues like messaging and TV campaigns.”

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